Film Marketing: Results and Consequences of an Inflationary Trend

Marketing du cinéma: résultats et conséquences d’une tendance inflationniste

Stephane Magne () and Hélène Laurichesse ()
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Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines
Hélène Laurichesse: LARA-SEPPIA - Laboratoire de Recherche en Audiovisuel - Savoirs, Praxis et Poïétiques en Art - UT2J - Université Toulouse - Jean Jaurès - Comue de Toulouse - Communauté d'universités et établissements de Toulouse

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Abstract: The article examines the inflation of marketing and production budgets in the French film industry and its consequences for profitability. Based on a statistical analysis of 690 films (1998–2001), it investigates the relationship between promotional investments and box office performance. Factor analysis and regression results show that communication budgets explain around 30% of receipts, and 41.5% when production budget is included. Posters and press expenditures have the strongest impact. However, nearly 60% of performance remains linked to artistic and qualitative factors, highlighting the ongoing tension between financial logic and cultural creation.

Date: 2003-06-29
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Published in VIIe conférence Management Arts & Culture, AIMAC, Jun 2003, Milan (Italie), Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05521695

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